Today the AP picked up the story, taking Ratigan to task for the segment. In Ratigan’s defense, he did make clear that Nucor was a partner of the show, and it is true that consumers are not going to be buying raw steel. Of course, some of his viewers may be in a position to buy steel for the companies they work at, and that segment could affect that decision.

More importantly, Ratigan did what he said they would not do: talk about Nucor in a way that went beyond the obvious brand integration in the show’s graphics.

Look for TVNewser’s interview with Ratigan as part of our Media beat interview series, set to run next month.